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Anchoring innovative behaviour change communication in local organisations and contexts


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WASH 2011 conference: Antoinette KOME, Ayphalla TE, Heino GUELLEMANN,

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Anchoring innovative behaviour change communication in local organisations and contexts

  1. 1. Anchoring innovative behaviour change communication in local organisations and contexts <br />Antoinette KOME, Ayphalla TE, Heino GUELLEMANN, <br />Gabrielle HALCROW, Bimal TANDUKAR <br />SNV Asia<br />
  2. 2. Sustainable Sanitation and Hygiene for All<br />
  3. 3. Strengthening BCC for Hygiene, why?<br />Sustainable behaviour change is <br /> more than ODF:<br />Hygienic use of toilets<br />Use by all<br />Hand washing with soap<br />Safe disposal of child excreta<br />Safe water handling<br />Focus<br />A long term effort<br />
  4. 4. This presentation...<br /><ul><li>How to introduce BCC locally- steps
  5. 5. FOAM for thinking beyond health
  6. 6. Other factors for successful BCC</li></li></ul><li>Starting points: what we found regarding Hygiene Promotion practice…<br />Hygiene promotion less attention when programmes become too “ODF centred”.<br />Material focussed, less on understanding behaviour<br />Health remains the main hygiene message<br />What do we want to achieve…?<br />Engaging local line agencies, authorities, media and others to (re)think hygiene promotion for sanitation<br />To build local capacity for locally specific BCC<br />Anchoring into to overall government sanitation strategies and targets <br />
  7. 7. What we are doing…<br />
  8. 8. Broad group of stakeholders<br />Leadership of the lead agency<br />Link to sanitation targets and strategies<br />Key gaps (beyond ODF)?<br />Reflection on practice in hygiene promotion<br />Discussion about behaviour change <br />Multi-stakeholder reflections on hygiene behaviour change<br />1<br />
  9. 9. Review of existing IEC materials and their use<br />2<br />Looking at target audience, key messages, users and type of material etc.<br />Looking at how women and disadvantaged groups are pictured in IEC<br />Sharing and discussing of results<br />
  10. 10. Review of existing IEC materials - findings<br />2<br />A lot!!!!!!!!!!!!!!!!<br />Mostly generic health messages<br />Mixture of water, sanitation and hygiene<br /><ul><li>Ethnic minority groups neglected as target audience
  11. 11. Distribution, outreach and use of IEC materials: neglected
  12. 12. Impact of IEC materials: No evaluation so far, no monitoring mechanism</li></li></ul><li>FOAM: too complex, too expensive, how to simplify?<br />Local partners want 10 behaviours, or feel “they know it already”<br />Slogan:<br />The baseline is about WHAT people do<br />The formative research is about WHY people do that<br />Local Formative Research –the dilemma<br />3<br />
  13. 13. Select behaviours on the basis of information<br />Specific behavioural change question (who, what, when)<br />Local Formative Research – how?<br />3<br />Make hypothesis for each of the determinants<br />Work with your questions around those<br />Adjust over the course of the research<br />
  14. 14. Narrow down using a “funnel” approach:<br />Local Formative Research – how?<br />3<br />Key informants<br />2. Focus group<br />discussions<br />3. Validate<br />4. Analyse and prioritise<br /><ul><li>Communication channels: key informants on use and credibility</li></li></ul><li>Initial training and support in set-up is essential<br />Allocate time and effort to keep local governments on board<br />Field work and outcomes are good, but… <br />Analysis of data is a crucial moment<br />Some outcomes of formative research are univeral truths:<br />“Washing with soap gives you grey hair” ;-)<br />Local Formative Research – lessons<br />3<br />
  15. 15. Line agencies conducting formative research, and presenting findings nationally<br />Validation of outcomes with stakeholders through short field work and discussions<br />Presentation of preliminary results locally<br />Lesson learned:<br />Joint field work with partners is essential to get them re-think behaviour change<br />Discussion of formative research outcomes with stakeholders- different ways<br />4<br />
  16. 16. Results…?<br />1<br />(Discussions, IEC review, formative research, validation)<br />2<br />Partners now:<br />Think of rural sanitation as an ongoing challenge, not ODF and finished<br />Commit to post-ODF hygienic use of toilets and other hygiene behaviour<br />Make a case for understanding behaviour and conducting fieldwork before the design of hygiene messages (not field testing of materials only)<br />Come up with all kinds of creative ideas to ensure sustainability, beyond BCC<br />3<br />4<br />
  17. 17. Not successful in all countries (trust)<br />Journalists have the linkages to media and the motivation to write about the topic<br />Journalists bring in a totally different perspective and attitude<br />Private sector is needed for messaging and testing, but:<br /> Local private sector and journalists can learn!<br />Engagement of private sector and/or journalists for messaging<br />5<br />
  18. 18. Vietnamese and Cambodian partners share and discuss findings at local and national level. <br /><ul><li>Nepal: district level workshops to link the BCC strategy to District Sanitation strategies</li></ul>Local BCC strategy linked to sanitation targets and monitoring -ongoing<br />6<br />
  19. 19. Reflections and lessons learned<br />Reflections and field work with broad range of local stakeholders, gives hygiene promotion prominence and helps to link to local planning and target setting.<br />The process makes people think beyond health motivators and about long term sustainability <br /> (“post-ODF”)<br />Local professionals are capable of adequate formative research<br />We believe that increased understanding of hygiene behaviour change results in better promotion practices… <br />but we are not yet there.<br />